Skip to main content

Sign up for our newsletter.

Quality journalism. Progressive values. Direct to your inbox.

Corporate gatekeepers and big tech monopolists are making it more difficult than ever for independent media to survive. Please chip in today.

For Immediate Release

Contact

Sally Martinelli
(202) 822-8200 x104
smartinelli@vpc.org

Press Release

Gun Violence Prevention Groups Condemn Launch of AR-15 Assault Rifles Designed Specifically for Children

Manufacturer Says Its JR-15 Child-Sized Assault Rifle “looks, feels, and operates just like Mom and Dad’s gun”
WASHINGTON -

An Illinois-based gun manufacturer is marketing AR-15 assault rifles designed specifically for children. Manufactured by WEE1 Tactical, and dubbed the JR-15, the company states that the child-sized assault rifles are 20 percent smaller than a standard AR-15, weigh only 2.2 pounds, and retail for $389. The company promises that the children’s assault rifle “looks, feels, and operates just like Mom and Dad’s gun.”

AR-15 assault rifles have been used in some of American’s most lethal mass shootings, including the 2012 attack at Sandy Hook Elementary School in Newtown, Connecticut, that left 20 children and six educators dead. The company launched the gun’s release earlier this month at the SHOT Show, the annual closed-to-the-public trade show sponsored by the National Shooting Sports Foundation (NSSF), which is based in Newtown.

WEE1’s website and related materials (including hats, shirts, patches and stickers) are dominated by cartoons of a skull and crossbones of a boy and a girl (see below). The boy skull has a blonde mohawk haircut and a green pacifier and the girl skull has blonde pigtails with pink bows and a pink pacifier. Both have one eye a black void and the other a rifle sight. On its website, the company boasts, “The BRAND is meant to be EDGY. We believe its [sic] exciting and will build brand recognition and loyalty!” In an official SHOT Show “Product Spotlight” video profiling the gun, WEE1 Tactical’s Eric Schmid explains that the logo, “Keeps the wow factor with the kids.”

Josh Sugarmann, executive director of the Violence Policy Center and author of the organization’s 2016 report “Start Them Young”—How the Firearms Industry and Gun Lobby Are Targeting Your Children, states, “At first glance this comes across as a grotesque joke. On second look, it’s just grotesque. That a gunmaker has embraced imagery of dead children to promote gun ownership by youth surreally illustrates how detached this industry is from the death and injury that result from its products, especially among the young.”

Po Murray, chairwoman of the Newtown Action Alliance, states, “The callousness of the National Shooting Sports Foundation to promote a children’s version of the same type of assault rifle that was used in a horrific mass shooting of 20 first graders and six educators in our shared community is just the latest proof that the organization, and the gun manufacturers it represents, will do anything in pursuit of continued profits.”

Kathleen Sances, president and CEO of One Aim Illinois, states, “The marketing of children’s assault rifles by an Illinois company not only brings shame to our state, but can only increase the threat of gun death and injury to children here and across the nation.”

For a comprehensive background on the coordinated efforts by the NSSF, gun manufacturers, and the National Rifle Association to market guns to children, please see the 2016 Violence Policy Center study “Start Them Young”—How the Firearms Industry and Gun Lobby Are Targeting Your Children.

###

The Violence Policy Center (VPC) works to stop gun death and injury through research, education, advocacy, and collaboration. Founded in 1988 by Executive Director Josh Sugarmann, a native of Newtown, Connecticut, the VPC informs the public about the impact of gun violence on their daily lives, exposes the profit-driven marketing and lobbying activities of the firearms industry and gun lobby, offers unique technical expertise to policymakers, organizations, and advocates on the federal, state, and local levels, and works for policy changes that save lives.

The VPC has a long and proven record

Rights Group Urges Civilian Safeguards as Biden Sends Troops Back to Somalia

"A culture of impunity for civilian loss breeds resentment and mistrust among the population and undermines efforts to build a more rights-respecting state," Human Rights Watch's regional director asserted.

Brett Wilkins ·


Australian Progressives Hail 'Greenslide' Amid Big Left Wins and Morrison's Ouster

"People have backed the Greens in record numbers and delivered a massive mandate for action on climate and inequality," said party leader Adam Bandt.

Brett Wilkins ·


Omar Leads Charge Against Baby Formula Monopolies Amid US Shortage

Democrats urge the FTC to probe "any unfair or unsustainable practices, like deceptive marketing, price gouging, and stock buybacks, that may be weakening our nutritional formula supply."

Jessica Corbett ·


'Arbitrary, Racist, and Unfair': Judge Blocks Biden From Ending Title 42

"Only the coyotes profiteering off of people seeking protection have reason to celebrate this ill-reasoned ruling," said one migrant rights advocate.

Brett Wilkins ·


'This Is a War' for Democratic Party's Future, Says Sanders of AIPAC's Super PAC

"They are doing everything they can to destroy the progressive movement in this country," said the senator.

Julia Conley ·

Common Dreams Logo